The 95% Problem in B2B Marketing
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The 95% Problem in B2B Marketing
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Most B2B marketers optimize for the 5% of buyers who are ready to purchase today. The uncomfortable truth? You're missing the 95% who will buy tomorrow. In this episode, we challenge the conventional demand generation playbook and explore why short-term conversion tactics are failing most B2B marketing teams.
Our discussion covers:
- Why only 5% of your target audience is actually in-market
- How 70% of the B2B buying journey happens before first sales contact
- The delicate balance between brand building and demand generation
- Why mental availability matters more than immediate conversions
- Practical strategies for marketing to both the 5% and 95%
Whether you're struggling with attribution, fighting for long-term brand investment, or trying to justify your content strategy, this episode offers fresh perspective on how to think about B2B marketing effectiveness in 2025 and beyond.
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